Implementing Sales Technology Requires Sales Enablement and Sales Operations to Work Together

On Tuesday, Seleste Lunsford shared some of the findings on sales technology in our 2018 Sales Operations Optimization Study. One of her recommendations is to not underestimate the role of sales enablement when it comes to reinforcement and adoption of technology.
Adoption rates of sales processes and CRM systems are not getting better. This is a multi-year trend. These adoption rates aren’t universally above the 75% level that they usually need to be to create significant productivity and performance improvements. The fact that only 24% of all respondents to our 2017 World-Class Sales Practices Study said that, “Our CRM system significantly improves the productivity of our salespeople” supports the point that there is a real challenge to be overcome when implementing sales technology.
As a result of poor adoption rates, the problem of ineffective technology implementations is getting even worse because people don’t trust the data in the system. In the same